Biggest gains are with women
The start of Discovery's”Shark Week” earned its best ratings in 27 years, thanks in part to big gains with women.
Sunday's start of the week earned a 2.27 rating in the key 25-54 demographic and 3.6 million total viewers. The night had an 18 percent increase in women 25-54, compared to a 6 percent increase for men and women combined in the demo.
The night's “Shark of Darkness: Wrath of Submarine,” at 9 p.m. earned a 2.43 rating and averaged 3.8 million total viewers.
“Air Jaws: Fin of Fury” at 8 p.m. earned a 1.96 rating in the 25-54 demo and averaged 3.3 million total viewers. An episode of “Shark After Dark,” Shark Week's late-night talk show at 11 p.m., earned a 1.03 in the 25-54 demo and averaged 1.6 million total viewers.
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Shark Week drew attention online, earning 4 million Facebook interactions among about 3 million people on Sunday. Shark Week also drove 11 trending topics on Twitter Sunday night, and SharkWeek.com had a 10 percent increase in visitors from last year.